Online Quantitative Study of Youth Reactions to Rough-Cut Advertising Designed to Prevent Youth Tobacco Use

Pretesting of Tobacco Communications

Tobacco Copy Testing Questionnaire

Online Quantitative Study of Youth Reactions to Rough-Cut Advertising Designed to Prevent Youth Tobacco Use

OMB: 0910-0674

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Copy Testing – Questionnaire


ONLINE QUALITATIVE STUDY OF YOUTH REACTIONS TO STRATEGIC CONCEPTS DESIGNED TO PREVENT YOUTH TOBACCO USE


Shape1 QUESTIONNAIRE


OMB No: 0910-0674 Expiration Date: 03/31/2016

Paperwork Reduction Act Statement: The public reporting burden for this information collection has been estimated to average 10 minutes per response (the time estimated to answer the following questionnaire). Send comments regarding this burden estimate or any other aspects of this information collection, including suggestions for reducing burden, to [email protected].


Part I

(Questions to be provided after each rough-cut advertisement)

AD VIEW PARTICIPANTS ONLY



Perceived Ad Effectiveness


  1. What do you think [or would you say] is the main message of this advertisement?




  1. What do you like about this advertisement? Please be as specific as possible.




  1. What do you dislike about this advertisement? Please be as specific as possible.




  1. People sometimes have different emotional reactions when they see or hear advertisements. On a scale from 1 to 5, where 1 means “not at all” and 5 means “very”, please indicate how much this ad made you feel:


Not at all Very

1 2 3 4 5


[RANDOMIZE ORDER]


  1. Sad

  2. Afraid

  3. Irritated

  4. Ashamed

  5. Discouraged

  6. Hopeful

  7. Motivated

  8. Understood

  9. Angry

  10. Amused

  11. Worried

  12. Disgusted or grossed out

  13. Happy

  14. Uneasy

  15. Surprised




  1. Please tell us if you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree with the following statements:


[RANDOMIZE ORDER]


  1. This ad is worth remembering

  2. This ad grabbed my attention

  3. This ad is powerful

  4. This ad is informative

  5. This ad is meaningful to me

  6. This ad is convincing

  7. This ad is terrible

  8. This ad is silly

  9. This ad is annoying

  10. This ad was difficult to watch

  11. I trust the information in this ad

  12. This ad told me things I never knew before about tobacco

  13. The person/people in this ad are like me

  14. This ad gave me a reason not to use tobacco

  15. I can identify with what the ad says

  16. This ad is different from other anti-tobacco ads I’ve seen or heard




  1. On a scale of 1 to 5, how would you rate the claims or arguments in this ad:


Not believable Believable

1 2 3 4 5



  1. On a scale of 1 to 5, indicate whether the ad made smoking look like something you would or wouldn’t want to do.

Makes me want to smoke Makes me want to not smoke

1 2 3 4 5



  1. Is there anything confusing, unclear, or hard to understand in this ad?

    1. Yes

    2. No


[If B8 = Yes, Ask B9. If B6 = No, Ask B10]


  1. What is confusing about this ad?





  1. If you saw this advertisement, on a scale from 1 to 5, where 1 is not at all likely and 5 is extremely likely, how likely would you be to do each of the following:


Not at all Very

1 2 3 4 5

A.      Tell a friend 

B.       Look for more information online

C.       Visit [insert campaign name] website or Facebook page

D.       Share [insert campaign name] YouTube channel with a friend

E.       Mention it on social media

F. Do nothing



Part II

ALL PARTICIPANTS


Attitudes, Beliefs and Risk Perceptions

How much do you agree or disagree with following statements:

  1. If I smoke I will…


C1_1. Damage my body

    1. Strongly Disagree

    2. Disagree

    3. Neither Agree or Disagree

    4. Agree

    5. Strongly Agree


C1_2. Be controlled by smoking

  1. Strongly Disagree

  2. Disagree

  3. Neither Agree or Disagree

  4. Agree

  5. Strongly Agree


C1_3. Inhale poisons

  1. Strongly Disagree

  2. Disagree

  3. Neither Agree or Disagree

  4. Agree

  5. Strongly Agree


C1_4. Develop cancer

  1. Strongly Disagree

  2. Disagree

  3. Neither Agree or Disagree

  4. Agree

  5. Strongly Agree


C1_5. Be unable to stop when I want

  1. Strongly Disagree

  2. Disagree

  3. Neither Agree or Disagree

  4. Agree

  5. Strongly Agree



How much do you agree or disagree with following statement:

  1. Menthol cigarettes are safer than non-menthol cigarettes

    1. Strongly Disagree

    2. Disagree

    3. Neither Agree or Disagree

    4. Agree

    5. Strongly Agree



  1. Smoking cigarettes is…

    1. Bad

    2. Good



  1. Smoking cigarettes is…

    1. Not enjoyable

    2. Enjoyable


Additional Demographics

  1. Does anyone who lives with you now…

    1. Smoke cigarettes?

    2. Smoke cigars, cigarillos, or little cigars?

    3. Use any other form of tobacco?

    4. No one who lives with me now uses any form of tobacco



  1. Out of every 10 students in your grade at school, how many do you think smoke cigarettes?

  1. 0

  2. 1

  3. 2

  4. 3

  5. 4

  6. 5

  7. 6

  8. 7

  9. 8

  10. 9

  11. 10



  1. How many of your four closest friends…

C7_1. Smoke cigarettes?

  1. 0

  2. 1

  3. 2

  4. 3

  5. 4

C7_2. Smoke menthol cigarettes?

  1. 0

  2. 1

  3. 2

  4. 3

  5. 4



  1. What grade are you in? --

  1. 5th

  2. 6th

  3. 7th

  4. 8th

  5. 9th

  6. 10th

  7. 11th

  8. 12th

  9. Ungraded or other grade



  1. Are you Hispanic or Latino?

  1. Yes

  2. No



  1. What race or races do you consider yourself to be? (You can choose one answer or more than one answer)

  1. American Indian or Alaska Native

  2. Asian

  3. Black or African American

  4. Native Hawaiian or Other Pacific Islander

  5. White

  6. Other


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